Campaign Strategy

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part of Strategy · tier 2 · 0 pieces of work carry it · 4 crafts it is confused with

The craft, and who hires it

Integrated campaign development and launch campaigns — hired to plan one campaign end to end: what it must achieve, for whom, with what idea, through which channels, in what sequence.

Campaign-level strategic planning as a hireable craft (Joe-named, §6.10 2026-07-18): the strategy work behind a specific campaign — objectives, audience and insight, positioning for this effort, channel mix, and rollout arc. Distinct from Brand Strategy (brand-level) and Media Strategy (media buying/planning). Grain-(B) synthesized campaign-strategy reads live in campaign_intelligence_claims (CS1), never this junction.

Tag it when…

Tag when a specific campaign's strategic plan is legible or credited in the work — a campaign-strategy case study, a documented rollout/phasing plan, or explicit campaign-strategy credits on the campaign's assets.

Never tag it when…

Never tag brand-level platform work (strategy_brand_strategy), the message system alone (strategy_communications_planning), the channel plan alone (strategy_media_strategy), or the organizing idea alone (strategy_creative_strategy). The analyzer must NEVER use this junction to record synthesized campaign intelligence — those reads live in campaign_intelligence_claims (CS1), never here. Content-type and genre are never the rule basis.

Easily mistaken for 4 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• strategy brand strategy — Brand strategy is the standing platform; campaign strategy is the plan for one flight — even when it executes the platform.
• strategy creative strategy — Creative strategy is the idea/proposition layer; campaign strategy is the full plan the idea sits inside.
• strategy media strategy — Channel mix alone is media strategy; campaign strategy owns the whole plan including objectives and rollout.
• campaign intelligence claims (CS1 store) — Synthesized campaign-strategy READS are claims-store rows, never junction tags — this leaf tags only evidenced strategy craft on content.

At what size it applies

Asset grain: campaign strategy is a property of the campaign and its documenting assets as wholes, never a beat inside one. Do not moment-tag.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.